Reinterpreting Coffee Experience in Jakarta
Ottoman’s Coffee — Sopo Del Tower
2018
LOCATION
Jakarta, Indonesia
AREA
160 sqm
COMPLETION
April 2018
CLIENT
Ottoman’s Coffee Brewers
We acquired freedom in this project in order to create a new identity of Ottoman’s Coffee brand that is inclusive; a space that blurs the boundaries between private dining space and youthful public space that allows social interaction. This was something fresh and novel as most F&B spaces promote a more individualistic use of space. This is “something that we need in Jakarta”.
Challenges
Within a quickly saturated market in Jakarta, we were given the task to break the generic mold of coffee shop design that mushroomed through the recent years. Removing boundaries between people and creating a social space.
Exploration
By removing boundaries between people, we wanted to create a social space that allows people to experience the space in a distinctive way. The solid color blocking aesthetic combined with bespoke furniture and lighting fixtures has created a strong character for space. A large pale pink amphitheater was designed to create a visual interaction from the public and social interaction between strangers. The semi-transparent mint green coffee bar is accessible for baristas to work and interact with the customers. Finally, accompanied by a blue open-plan dining area, space evokes the feeling of inclusivity that is more casual rather than a “show-off”.
Results
Spatial experience is as important as the products sold at any F&B outlet nowadays. The color-blocking pink amphitheater now has been strongly associated with Ottoman’s Coffee brand. It has created a long-lasting impression on the customers and became a strong marketing tool for the brand through photos that have been shared widely on social media. Ultimately making the most cost-effective project considered from the investment vs brand awareness wise. We believe that good design should be done holistically, therefore we strategically designed the interior, furniture, as well as a communication strategy for social media in an integrated manner. This created a strong brand for Ottoman’s Coffee, putting them at the front of Jakarta’s growing coffee scene.
